The main thing was the expression that meant it “did not matter how old you were, there are things that you love in life and one of them is McDonalds”. Their aim was for this expression to be well known mainstream across countries and when anyone hears these words, they know McDonalds. Main aim was also to gain awareness for McDonaldsthrough this slogan as it makes customers feel as if McDonalds is a place where love is shared and the food is good enough to be shared with family and friends. They do this by their excellent customer service and a consistency in high quality products at a good price. "I'm lovin it “ was catchy and easy for people to remember and always associate it with McDonalds. Also includes a catchy jingle of a small whistle that everyone loves to whistle and join in with . The whistle almost sounds like the words "I'm lovin it".
TARGET AUDIENCE:
Mainly focused on the younger generation but also their main targets was families as McDonalds is a fast food that families can all enjoy together. Aimed for all demographics worldwide, and someone who has a job and able to afford food for themselves and maybe for their family. They targeted this younger demographic by using platforms where they know younger people will be located e.g. YouTube, twitter and general TV spots. Families also watch TV a lot together when relaxing so they will view this TV spot a lot in between the breaks. Also targeted families through in advertisements always having characters who are apart of a happy family enjoying McDonalds.
KEY MESSAGES: The message being communicated is “did not matter how old you were, there are things that you love in life and one of them is McDonalds”. This is achieved through the positive attitudes in the advertisements and love which is shown by families “lovin” their food and time at McDonalds. This makes McDonalds seem like a good place and environment for anyone to go to and be able enjoy their food. They love their customers and treat everyone the same.
APPROACH:
One way McDonalds make their advertisement memorable is through the whistle jingle at the end of each advert which is a very small, catchy tune. They also use very bright colours in every advertisement, yellow and red which can clearly be associated to McDonalds due to their products and brand ethos and logo. They can be also remembered due to the sheer simplicity of the advertisement because it is so short and easy to be understood.
REPRESENTATION:
There are many positive representations within the advertisements as they display different religions, ethnics, genders etc. all very happy and able to enjoy McDonalds. This also shows that their demographic is extremely diverse and they welcome anyone from anywhere. The advert shows black and white characters having McDonalds and also characters from different religions having food. Having these characters attracts a wider target audience as they will feel a lot more welcome. There are no negative representations of people as again they want their company to have a positive moral. For example, in two different adverts we see a black family eat a McDonalds and then another a white family eating. This suggests it is for everyone.
CAMPAIGN LOGISTICS:
This marketing campaign was released in September/November 2003 and has become one of the most successful marketing campaigns ever created. They are now a worldwide business, a McDonalds can be located in 100 different countries.
CALL TO ACTION:
The advertiser mainly wanted people to respond positively and be interested in McDonalds food and the vibe around McDonalds. This is shown by in the adverts and social media posts the people enjoying McDonalds constantly and the good vibes shown in restaurants. This will engage people to hopefully be interested in buying fast food McDonalds. They wanted McDonalds to feel like a place people can visit whenever they like and a safe place for people to go and enjoy. They also want to show that it is a good workplace shown the through the employees in the ads always being positive and happy and completing a good job at work.
CHOICE OF MEDIA:
There are many celebrities that have a link with
McDonald's. For example Travis Scott has worked with McDonald's in order to
increase sales with the younger generations as his music is well known with a younger demographic. This was very successful as it blew
up on social media, Tik Tok and YouTube. Tik Tok is also a very well known platform for a younger audience. Travis Scott appeared on the advert with his music playing at a low level in the background for his fanbase to be attracted to. He also appears as a toy which links to the McDonalds 'Happy Meal' as Travis can be found a toy action figure for a younger demographic to play with. He also reads out his own meal and names it the Travis Scott meal which people will be highly engaged by and want to try it out in the actual store to know what he eats and what it tastes like. This increased the sales highly as people look up to Travis a lot with his music. Travis Scott AD
Another piece of advertising they used was a small commercial which was found on YouTube and in the film and TV industry as an advert when a break happens. This advert was very small as it was only 15 seconds long yet so appealing. The advert included a black family, showing their diverse audience yet again. In the advert it shows off their new McPlay app which shows the digital convergence as McDonalds a food store have now created a game online for people to play. The narrator uses direct address, " ask your parents" which shows they're aiming the video at a younger audience as they need permission to download a game. The video also shows a parent, an older man enjoying the game on the phone which shows that the product is there for anyone to enjoy. Throughout the video McDonalds food is also shown which looks very tasty. At the end ' I'm lovin it' comes up at a text followed by the classic whistle jingle which sounds like the phrase ' I'm lovin it'. This makes the audience think of McDonalds with this jingle and makes sure it is always associated with McDonalds. Commercial AD
Another piece of advertising is in the print industry through billboards of the McDonalds 'I'm lovin it' campaign. Billboards were placed in main roads and are very teasing and effective. They have their typical brand ethos colours which are yellow and red which are very bright and easy to spot so the billboard will stand out. They also have their logo in the billboard and the same phrase in large white, bold writing so it is easy to read. Instantly when you see this billboard you know it is McDonalds and there is one nearby.
This advertising campaign was advertised on many platforms. Some
of these include Tv, Print, Billboards, Radio, Film, etc. All of these mediums. They also use platforms like
twitter and Instagram to be able to connect with a younger audience easier. The
main place they can be seen is on youtube in the advert breaks
between videos meaning billions of people will see their advert due to a high
usage of Youtube.
REGULATORY BODIES:
It needs to be considered that any of their advertisements don’t offend any of their target audience or misleads them with incorrect information. The ASA will be needed for this purpose to make sure the advertisements are all suitable. The “I’m lovin it” had some complaints that the slogan was too childish where as lots of their customers were older. However, the company still use the slogan to this day and has been a very large success. Also OFCOM are a big regulatory body as they make sure no text can be harmful.
CONSISTENCY:
The McDonalds message was consistently put across in the media very well through these forms of advertising. Each advertisement had the same message that McDonalds is a place of loving and for anyone to enjoy their time there through their products and workplace. Each message has a positive example of characters as they represent a very diverse audience all ' loving' their time with McDonalds.
They have a key consistency with their jingle in audio-visual products of each advertisements. The jingle is a whistle at the end of every ad which sounds like ' I'm lovin it' which is very catchy and easy to remember and associate with McDonalds. This jingle being so catchy will be on repeat in your head all the time, making you crave a McDonalds meal even more. This melody became one of the most well known melody's worldwide. The simplicity of the jingle allows most of their audience to be able to repeat this jingle will just a small whistle due to its engagement.
McDonalds also have a consistency within their brand ethos. McDonalds have the same logo design and colours throughout the campaign. The logo has a large 'M' in a handwriting style font that is easy to see and is the colour yellow so it stands out. Their brand ethos is also associated with the colour red as this colours fills the whole background. These are the two main colours that can be well known for the brand, red and yellow. This logo is seen constantly in all adverts, posters, billboards and used when promoted on social media places like twitter and snap chat. This can be seen below through the McDonalds logo always being the same and having the yellow and red throughout different media industries.
Another consistency McDonalds I'm lovin it campaign kept was the theme of family and love throughout their adverts. In each advert McDonalds seems to bring a sense of happiness which is mainly shown through families enjoying food together and being able to share a good time together through McDonalds. Having these consistencies of family helps reach a wider target audience as there is a variety of ages across families shown from extremely young to late 60s and also helps reach the main target audience of families coming out together. Below are specific example of families being shown in advertisements enjoying their time in McDonalds reinforcing the idea of McDonalds bringing a sense of happiness.
The main aim of the Nothing Beats a Londoner campaign advert was to create brand awareness for Nike and become more of a fashion brand in London, especially towards a youthful generation. They did this by in the audio visual product including lots of good example of clothes that are available to be sold and lots of different characters that people may follow online or see as a role model. Also the music keeps the audience engaged with the video. They aim to make their clothes look like people wear them to have a reason to feel good about themselves. The main way of creating this brand awareness is through the forms of social media they use and the hashtags left on here. They use the #LNDR and #NothingBeatsALondoner which instantly attracts audiences from London and when you see this hashtag you will know it is linked to Nike because of this AD. Overall, their main aim was trying to increase their brand awareness through the use of London characters.
TARGET AUDIENCE:
The main target audience of Nothing Beats A Londoner was a younger audience of around 15-24, any gender, race, working class or religion etc. Also mainly focused for a demographic who's location is in London due to the name of the advert and locations used in the video which are places that can be located all around London and an audience to be familiar with so they'll be engaged with the video. The use of using these certain locations around London allows the audience to associate with the brand itself but also allows a more nice audience to be targeted inside a mainstream appeal of clothing. An audience can also be targeted through the characters seen in the video as the characters may appeal to an audience. For example, Gareth Southgate can be seen in the video which will instantly target an England football fan target audience.
KEY MESSAGES:
The message being communicated is towards the youth of London to never give up and always follow their dreams no matter what is in the way. This is communicated by examples of random characters speaking directly to the camera explaining their issues yet showing how they overcome them to follow their dreams trying to inspire an audience to keep going. They also shows celebs who have become very successful wearing their Nike products. The main message behind this message is that Nike have products for anything or anyone, this is shown by them trying to promote their products by all the characters who are struggling wearing a Nike product e.g. running shoes, outfit , football boots etc. APPROACH:
One way the Nothing Beats A Londoner campaign is memorable is through the high amount of celebrities that can be spotted in the video( Celebrity endorsement ). Having over several celebrities in the ad wearing Nike products makes it very memorable and more likely for customers to want to purchase the product. Customers can wear the same products as any of their favourite celebrities if they're in the video which makes it very memorable. For example Ryan Sessengon can be spotted in an England shirt which people are able to buy from Nike.
REPRESENTATION:
The advert contains very positive representations of all people as it includes people from different backgrounds, cultures and ethnicity. The video shows all these people following their dreams which represents people being able to pursue their dream no matter who you are. For example, females are represented very positively as we see female boxers and footballers which is usually a stereotype of being men sports. This allows people to be inspired by people following their dreams and going against typical media stereotypes which shows you can do what you like and be different. Ethnicity is also represented very well as we see both black and white people competing in many different sports.
CAMPAIGN LOGISTICS:
The campaign was released in February 2018, produced by Nike and was a large success due to over 100 based sport references in the video, with Nike clothing and several London based celebrities featuring to increase the popularity. However, the video was doing extremely well but failed to live up to its full potential as it got taken down in March due to legal issues.
CALL TO ACTION:
The advertisement mainly wanted people to respond positively about living in London and follow your dreams no matter what is in the way. Also to want to buy Nike clothing. They show this by showing lots of different people who have their own struggles wearing Nike clothing which could possibly help them. This gives a positive idea about Nike as their clothing can be worn for so many different sports/ hobbies. There is also a variety of clothing shown which will engage the customer with Nike and help increase purchases into their clothing.
CHOICE OF MEDIA:
One piece of advertising they used is the actual audio visual advertisement itself which would of been seen on YouTube, social media and a TV spot in between breaks of films or TV shows. This advert is very effective on these choices of media as they are easy to share for consumers and also be able to make comments on social media creating hype for Nike products. The video is also very popular and easily recognisable due to the large amount of celebrities that are in the video engaging customers through media very well as people may follow celebrities social media. This also helps makes the brand memorable through lots of Nike products being seen throughout being worn by celebrities and a variety of characters. The audio visual is also very engaging as the characters seen are using direct address by speaking and looking into the camera making the audience feel more involved with the advert.
Another choice of media is the print industry, Nothing Beats A London had lots of billboards and posters around London. These billboards are very large and engaging to see as the writing on there was very clear with also large images. The writing includes the made up word 'LDNR' which is clear to read and helps start a trend of living in London and following your dreams. Each image also includes Nike products which consumers may like the look of ,and their famous Nike tick which makes an audience instantly know the billboard is associated with Nike. The billboards could also be targeting a niche audience due to only placing the billboards in London and having 'LDNR' making the demographic positioned into London.
Another choice of media Nothing Beats A Londoner used was social media platforms like Snapchat, Twitter and Instagram as these were particularly used by a younger demographic. In particular, they used Snapchat by creating their own filter the audience at home could use and interact with making the audience feel very involved again with the products. The use of Snapchat was a large success as a younger audience was very successfully met through this app due to this being the way young demographic communicates. They also used instagram by using the celebrities who appear in the audio visual products to promote the advert and Nike products. This instantly attracts these celebrities fans more towards the products and want to view the audio visual. Each celebrity from the video had a battle for who could get the most like leading to over millions viewing and liking them promoting Nike products. This makes Nike products more mainstream successfully and also an audience are more likely to purchase if their favourite celebrity is wearing a product of the brand.
REGULATORY BODIES:
One main issue was part of the advertising the advert through social media as they created a trend with the slogan 'LDNR' which did not work as someone made copyright claims for the phrase, meaning they couldn't use this slogan even though it was the main part of the advertisement. This can link to the regulatory bodies OFCOM as they needed to make sure before any text they use is not offensive and can't be copyrighted. The advert can also link to ASA as the advertisement needed to make sure there was nothing that would offend the audience and was suitable for all ages to see. ASA could be used for the scene where people with masks are seen to be riding quad bikes which is dangerous and may offend people as they live there.
CONSISTENCY:
One consistency that can be seen in the Nothing Beats A Londoner campaign is the general feel of the advert. The general feel of the advert is very sporty like, active and a sense of freedom as we see plenty of characters each participating in their own sport e.g. football, running and boxing. This instantly links the Nike brand with sport due to the varieties and overall brings a positive vibe of sports being in our day to day lives as we see characters having fun while doing these sports. Overall, this gives the campaign a positive and sporty feel to their advert and brand.
Another consistency that can be seen in the Nothing Beats A Londoner campaign is the use of products that are shown. Almost every piece of clothing and item is associated with Nike through a Nike tick or text that says Nike that can been seen on them. This instantly shows the consistency of their brand being able to develop products for so many different hobbies, activities or sports e.g. a school bag or running wear. Through the constant use of this logo awareness on the products, this instantly tells the audience that this is a Nike advert.
All these products shown above in the video advertisement can be found in a Nike store which shows how much a Nike store has to offer as there is such a large variety of products shown.
Another consistency that is shown throughout the campaign is the tagline for the products which is ' LDNR'. This small made up word is short for Londoner and is very easy to read and and understand which is why they used this to create a trend for the campaign. LDNR can be spotted on some of the clothing in the video, the text at the end of the video, hashtags on social media and also on billboards and posters. Having this consistency, people would instantly know when they see these 4 letters that they are advertising a Nike product. This was a large trend that people would hashtag when uploading with a Nike product on social media.
This is the tagline "LDNR" which can be seen at the end of the video and also shown on social media underneath posts which shows the consistency of the campaign to remember to associate it with the people from London. Also the tick is associating the Nike's brand ethos as the the tick is made by Nike and usually on their products.
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